Green City Branding: Perceptions of Multiple Stakeholders

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Project title

Code/計畫編號

MOST105-2410-H431-001-MY2

Translated Name/計畫中文名

綠色城市品牌: 多重利害關係人的知覺

Project Coordinator/計畫主持人

Hui-Ju Wang

Funding Organization/主管機關

National Science and Technology Council

Website

https://www.grb.gov.tw/search/planDetail?id=12125609

Year

2016

Start date/計畫起

01-04-2016

Expected Completion/計畫迄

31-03-2017

Bugetid/研究經費

625千元

ResearchField/研究領域

管理科學

近年來，愈來愈多的城市為了建立吸引觀光、商業與居住的聲名而投資品牌的活動。隨著社會對於環境的關注增加，環境利益的意識提供了城市透過品牌化綠色識別而發展品牌價值的機會。雖然學者們已認知到城市品牌與綠色品牌的重要性，現有的文獻卻缺乏對於綠色城市品牌的探討，特別是考量到多重利害關係人的知覺。因此，本研究試圖結合質性與量化的多樣方法途徑（如：品牌概念地圖，網絡分析，與問卷調查），來探討重利害關係人的綠色城市品牌知覺。本研究檢視兩群利害關係人（即當地居民與外國觀光客），並以宜蘭縣為樣本個案。本研究結果的貢獻，期望能提供城市品牌研究者們有關知覺為主的綠色城市品牌知識，並提供城市品牌實務者相關的策略性資訊。"In recent years, more and more cities are investing in branding campaigns for establishing a reputable position as attractive places for tourism, business and living. As societal concerns regarding the environment have been increased, eco-advantage awareness provides cities with opportunities to develop branding values via branding green identity. Although the significance of city branding and green branding has been recognized by researchers, the existent studies have failed to explore the green city branding and specifically do not take the diversity of multiple stakeholders5 perceptions into account. Accordingly, this study attempts to explore perceptions of green city branding from a multiple stakeholder perspective through multiple approaches combining qualitative and quantitative techniques (e.g.，brand concept maps, network analysis, and survey). The study examines two stakeholder groups (i.e.，local residents and foreign tourists), and uses a sample case of Yilan county. The results contribute to providing city brand researchers with the perception-based knowledge of green city branding and offering strategic information for city brand practitioners."

Keyword(s)

綠色城市品牌
品牌知覺
green city branding
brand perceptions

DSpace CRIS

Green City Branding: Perceptions of Multiple Stakeholders

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